Having a presence on social media is now a marketing necessity. Research has shown that 46 percent of web users look to social media before making a purchase, and 67 percent of Twitter users are more likely to buy from brands they follow. Establishing a marketing strategy for Twitter can be daunting for small businesses, but with a bit of planning, it doesn’t have to be intimidating.
To start, research your existing customers and identify your target market. Get a clear sense of the demographic and psychographic details of your customer base in order to create a user persona. For example, a boutique cupcake shop called Sunshine Sweets may have determined that their customers are mostly women between the ages of 25-35, who make an average of $60,000 annually, live within a 10-mile radius, and are likely to be married with children. Creating a persona, like Sally, a 32-year-old Project Manager who enjoys buying treats for herself and her children, will help you target your Twitter content effectively.
Next, set up your business Twitter account. Follow Twitter’s step-by-step guide to create your profile, pick a username that closely matches your business name, and choose appropriate profile and header images. Consider following other local businesses, key influencers, and your own customers on Twitter.
Make it easy for people to find your Twitter account by adding Twitter buttons to your website, blog, and email signature. Additionally, let your existing customers know that you’re on Twitter by sharing information about your profile on your social sites, sending out an email newsletter, and creating in-store signage. You can even offer incentives to encourage customers to follow you on Twitter.
When it comes to tweeting, vary your content to keep your Twitter presence interesting. Share updates about your brand, relevant articles, photos of your products or store, videos, links to your blog content, and retweeted content if applicable. Use hashtags to increase the visibility of your posts by including relevant and trending hashtags.
While building your brand image is important, the ultimate goal of Twitter marketing is to drive traffic back to your website or into your store. Encourage your audience to take action, such as downloading an ebook, making a purchase, or visiting your store. Regularly analyze the effectiveness of your Twitter marketing by measuring the success of different types of content and tracking its impact on sales. Twitter’s analytics can provide valuable insights.
Finally, make use of Twitter lists to organize the accounts you follow and help you market certain content to certain people. Continue to refine your Twitter marketing strategy based on what’s working and what isn’t, ensuring that it aligns with your business goals.
By following these steps, you can create a successful Twitter marketing strategy that works for your small business.
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I’m Andrew Brooks, a seasoned finance consultant from the USA and the mind behind phonenumber247.com.
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